Westfalia Technologies Case Study

Situation
Westfalia, a leader in the manufacturing of automated storage and retrieval systems, was feeling lost in the sea of competition; they had no clear message to send to the customer. The company needed to develop a strong sales strategy including the implementation of lead generation tactics. While sales were strong, they wanted to expand sales geographically to capture additional market share. In addition, improvement to Westfalia’s communications, collateral and website were named as priority initiatives.

Solution
Barry Group began by conducting a branding workshop that identified the internal competitive uniqueness of Westfalia’s products and services. Once this was completed, Barry Group went to the marketplace to define the customer and competitor position. Internally Westfalia felt that they were strong on innovation; externally customers felt while they did provide innovation, what truly set them apart was their reliability. Barry Group combined these concepts and carved a niche in the market positioning Westfalia as the company “where innovation meets reliability.”

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